新冠疫情重創下，百年老店展新機－舊振南數位轉型

The Digital Transformation of Jui Zhen Nan: A Century-old Store's Opportunity Amidst the COVID-19 Pandemic

林呈欣(Cheng-Hsin Lin)；段逸君(I-Chun June Tuan)；林芬慧(Fen-Hui Lin)；葉淑娟(Shu-Chuan Jennifer Yeh)

舊振南 ； 數位轉型 ； 數位轉型路徑 ； 跨界全通路思維 ； ERP系統 ； Jiu Zhen Nan ； Digital transformation ； Digital transformation pathway ； Cross-border Omnichannel model ； ERP system

資訊管理學報

30卷1期（2023 / 01 / 31）

49 - 73

繁體中文;英文

超過130年歷史的舊振南糕餅店，經歷五代接班人，經由品牌再造並廣設實體門市。自2012年陸續導入POS、CRM、ERP系統，以數位化創新引領公司大幅成長，卻在2020年新冠肺炎來襲時遭遇重創，實體通路的經營模式面臨危機。經營者重新檢視問題與機會以開源節流，故擬訂「舊振南成長3.0」新商業模式，以跨界全通路思維，整合資訊系統並且展開數位轉型。本文以企業數位轉型的全局觀點，探究數位轉型類別，並選擇適當的轉型路徑以助於成功轉型。本個案教學目標如下：（一）讓學生瞭解中小企業在數位化過程中，因建構不同的資訊系統而形成資訊孤島對營運管理的影響；（二）企業數位轉型的四個階段，以及跨越階段的四種路徑和策略。

The 130-year-old "Jiu Zhen Nan" Pastry Shop has experienced five generations of successors and has expanded its business scale through brand reconstruction and extensive distribution of physical channels. Since 2012, information systems such as POS, CRM, and ERP have been imported successively. And digital innovation has led the company to grow significantly. However, when the new crown pneumonia hit in 2020, the business model of physical channels was facing a crisis. The company examined the problems and opportunities to increase revenue and reduce expenditure, so they formulated a new business model of "Jiu Zhen Nan Growth 3.0", using cross-border omnichannel thinking, integrating information systems, and launching digital transformation. This article explores the categories of digital transformation and the paths to facilitate successful transformation. The teaching objectives of this case are as follows: (1) Let students understand the impact of information islands formed by the construction of different information systems on the operation and management of small and medium-sized enterprises in the process of digitalization; (2) The four stages of digital transformation of enterprises, and the four paths and strategies for crossing the stages.

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